Mitsubishi Electric Trane HVAC US

Marketing Meets New Technology.

Challenge
Build new product categories as the market leader.

  • When our team started working with Mitsubishi Electric’s Heating and Air Conditioning Division in 2002, the brand faced significant challenges popularizing variable refrigerant flow (VRF) systems and inverter heat pumps in the U.S. market.

  • While popular in Asia and Europe, the technologies were not well known or understood by the U.S. public or professionals, including HVAC contractors, architects, mechanical engineers, facility managers and building owners.

  • An older generation of heat pumps that failed to heat at outdoor temperatures below 40°F had harmed the image and reputation of heat pump technology.

  • Mitsubishi Electric needed marketing communications, technical content and public relations expertise to create awareness, dispel misconceptions and sell the benefits of modern inverter heat pumps and VRF technology.

Objective
Establish Mitsubishi Electric as the VRF and inverter heat pump thought leader and market leader in the U.S. Goals included:

  • Educate mechanical engineers, architects, facility managers, building owners and other industry professionals on VRF technology.

  • Educate consumers, HVAC contractors, home builders, and other industry professionals on inverter heat pumps.

  • Rally and raise awareness and support for the technologies among regulators, policymakers, journalists, and sustainability advocates.

  • Sell benefits to all audiences.

Solution
Over 21 years, and through the client’s 2018 transition to Mitsubishi Electric Trane HVAC US, our team helped the brand introduce and popularize modern inverter heat pumps and VRF technology in the U.S. market. We developed and executed a fully integrated B2B program, involving public relations, technical content, paid media and creative expertise. Our efforts elevated the brand to a preferred manufacturer and contributed to a significant increase in annual sales as we grew the VRF and heat pump categories together: from $60 million to over $1.3 billion.

Results: Launched and expanded the inverter heat pump and VRF technology categories in the U.S.

  • Supported annual sales growth from $60 million to over $1.3 billion.

  • Established the client as the category leader among B2B audiences through a robust $1 million paid media program.

  • Established the client as the thought leader with compelling, credible technical content, tailored for audiences including homeowners, HVAC contractors, home builders, mechanical engineers, architects, facility managers, building owners, developers, sustainability advocates and policymakers.

  • Expanded the client’s share of voice through media relations and trade show support.

  • Supported numerous product awards.

  • Established the client as a leading supporter of the decarbonization and electrification movements.

LMO built one of the most robust marketing communications programs for a HVAC manufacturer and helped create the modern VRF and inverter heat pump categories. Today, major media outlets devote pages, podcasts and coverage space to heat pumps and their benefits. Policymakers and think tanks focused on reducing carbon emissions encourage wider heat pump adoption. Given where we started in 2002, our country’s growing readiness for heat pump technology and the client’s growth testify to our capabilities.